Managing the reputation of DHS and its components
Johnson, Bobbie L.
Hocevar, Susan Page
Thomas, Gail Fann
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The Department of Homeland Security and some of its components have gained less than favorable reputations since DHS was stood up in 2003. Based upon the available literature on reputation and upon data collected from a Delphi survey of public affairs officers within DHS and its components, this thesis addresses the value, measurement, and management of reputation for DHS and its components. It also looks at the relationship between the reputation of DHS and that of its components. This thesis shows that reputation has a strong impact on such areas as public trust, Congressional funding, and employee morale. It offers several recommendations for how DHS and its components can manage their reputations more effectively. These recommendations include understanding the value of reputation, identifying key stakeholders, measuring stakeholders' perceptions, and addressing "reputation spillover." It also adds to the available literature on reputation, which comes primarily from the private sector.
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